Inaugural KRE-O Construction Set Collection
Features Popular TRANSFORMERS Characters

PAWTUCKET, R.I.--(BUSINESS WIRE)--
Hasbro,
Inc. (NASDAQ: HAS) brings action and adventure to the construction aisle
in July with the introduction of the KRE-O
brand. The KRE-O brand allows builders and Hasbro fans ages 6 and up to
enjoy and create with popular Hasbro brands, like the TRANSFORMERS brand
beginning in 2011 and many other Hasbro brands planned for the future,
in a construction play pattern like never before. With the debut of the Transformers:
Dark of the Moon movie from Paramount Pictures this week and the
animated series Transformers Prime currently airing on The
Hub television network, KRE-O TRANSFORMERS sets are another exciting
new way for kids and fans to experience the iconic TRANSFORMERS brand
this year.

The KRE-O TRANSFORMERS BUMBLEBEE set comes complete with more than 300 KRE-O brand bricks to build the popular TRANSFORMERS character in its robot or vehicle form. The inaugural KRE-O brand products from Hasbro hit shelves nationwide on July 1, 2011. (Photo: Business Wire)

From favorite characters and high quality materials to unique
accessories and collectible KREON
figures, KRE-O construction sets will excite builders of all ages and
bring iconic Hasbro properties to the construction aisle. Twelve KRE-O
TRANSFORMERS construction sets featuring popular AUTOBOT and DECEPTICON
characters from over 25 years of TRANSFORMERS lore will ‘roll out' onto
U.S. retail shelves this summer. KRE-O TRANSFORMERS sets will become
available at retail for fans around the world in the coming months.

"Consumers have been asking for something new in the construction
category. With our introduction of the KRE-O brand and KRE-O
TRANSFORMERS, we are delivering terrific innovation," said John
Frascotti, chief marketing officer, Hasbro, Inc. "With KRE-O
TRANSFORMERS, we are giving TRANSFORMERS fans the opportunity to build
and interact with iconic characters like OPTIMUS PRIME and BUMBLEBEE and
several other TRANSFORMERS robots and vehicles like never before."

Each KRE-O TRANSFORMERS set is ‘MORE THAN MEETS THE EYE,' with two types
of builds: create a robot and then disassemble to build a vehicle,
disassemble the vehicle to build a robot. Packed with play, most sets
also come complete with themed accessories and there are a total of 16
unique KREON TRANSFORMERS figures to collect. These exciting features
and accessories included within most KRE-O building sets help enhance
builders' adventures and offer a multitude of play scenarios.

"The KRE-O brand's brick quality, entertainment brand tie-ins, and
individual set details breathe new life into the construction aisle,"
said Chris Byrne, content director TimetoPlayMag.com,
aka The Toy Guy®. "A wide range of builders and TRANSFORMERS fans are
sure to be excited by this premiere collection. Considering Hasbro's
portfolio of iconic properties and characters, there's incredible growth
potential for the KRE-O line to incorporate additional exciting brands
moving forward."

The KRE-O TRANSFORMERS collection features classic characters and
includes a variety of offerings from basic sets priced at approximately
$7.99 to deluxe sets priced at approximately $59.99. KRE-O bricks are
compatible with other major brick-based construction sets on the market.
For additional information on the KRE-O brand and to become a member of
the KRE-O fan community, visit YouTube.com/KREO,
or KRE-O.com.

Highlights from the 2011 KRE-O collection include:

KRE-O
TRANSFORMERS BUMBLEBEE Set(Ages 7 years & up /Approx.
Retail Price: $24.99/Available: July 2011)Bring the popular
BUMBLEBEE character to life like never before! The 2-in-1 KRE-O
TRANSFORMERS BUMBLEBEE set allows fans to create and recreate their
favorite AUTOBOT character in robot mode or in vehicle mode. In robot
mode, builders can convert the wings on BUMBLEBEE into a glider for
KREON figures to balance on. In vehicle mode, open up the driver's door
and take up to two KREON figures for a spin. Set includes two KREON
figures and more than 300 pieces. Available at most major retailers
nationwide and HasbroToyShop.com.

KRE-O
TRANSFORMERS STARSCREAM Set(Ages 7 years & up /Approx.
Retail Price: $29.99/Available: July 2011)Take your construction
skills to new heights! Builders can construct the KRE-O TRANSFORMERS
STARSCREAM set to form the STARSCREAM character in one of two modes:
vehicle or robot. In vehicle mode, builders can open this DECEPTICON
jet's canopy to fit a KREON figure into the cockpit, blast off removable
‘rockets' and ‘turbo thrusters,' or use the retractable wheels to
pretend they're taking off the runway. Comes complete with more than 300
pieces and two KREON figures. Available at most major retailers
nationwide and HasbroToyShop.com.

KRE-O
TRANSFORMERS SENTINEL PRIME Set(Ages 8 years & up /Approx.
Retail Price: $39.99/Available: July 2011)Go on a mission for
advanced builders. The KRE-O TRANSFORMERS SENTINEL PRIME set allows kids
to assemble this character in robot mode to create a powerful AUTOBOT
with included shield and sword accessories or enjoy classic vehicle play
by assembling the more than 350 KRE-O pieces into a fire truck complete
with two ladders and three KREON figures. The KRE-O TRANSFORMERS
SENTINEL PRIME set also features a launcher brick for blasting action in
both modes. Available at most major retailers nationwide and
HasbroToyShop.com.

KRE-O
TRANSFORMERS OPTIMUS PRIME Set(Ages 8 years & up /Approx.
Retail Price: $59.99/Available: July 2011)‘Roll out' and get hands
on with the biggest building set in the KRE-O line up: the KRE-O
TRANSFORMERS OPTIMUS PRIME set. Complete with more than 500 pieces, the
largest amount featured in any of the 2011 KRE-O sets, builders can
assemble the popular OPTIMUS PRIME character in vehicle mode as the
notable semi-hauler or in robot mode to create the leader of the
AUTOBOTS. When in vehicle mode, the truck's removable cab converts into
a mini-command station and the trailer opens to fit the two motorcycles
and four unique KREON figures included with the set. The trailer can
also be disassembled and built into a command center playset for the
KREON figures. When in robot mode, builders can blast into action with a
projectile launching brick! The KRE-O TRANSFORMERS OPTIMUS PRIME set
includes orange traffic cones and cool decorative decals. Available at
most major retailers nationwide and HasbroToyShop.com.

About Hasbro

Hasbro,
Inc. (NASDAQ: HAS) is a branded play company providing children and
families around the world with a wide-range of immersive entertainment
offerings based on the Company's world class brand portfolio. From toys
and games, to television programming, motion pictures, video games and a
comprehensive licensing program, Hasbro strives to delight its customers
through the strategic leveraging of well-known and beloved brands such
as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY,
G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Hub, Hasbro's
multi-platform joint venture with Discovery Communications (NASDAQ:
DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of
The Hub is www.hubworld.com.
The Hub logo and name are trademarks of Hub Television Networks, LLC.
All rights reserved.